• Young Adults Influenced by Mobile Ads - Many mobile marketers are still struggling to influence consumers. Only 6.9% of adults surveyed said that video on mobile phones influenced them to purchase electronics; 6.4% said text messaging did the same. However, mobile media was twice as effective among young consumers, with 14% of 18-24 year-olds saying that mobile video influenced them and 16% saying text messaging did.
  
  

• 16-35s Say Ads OK If Service Free or Discounted - 35% of 16- to-35-year-olds would use more ad-funded multimedia messaging services (MMS) if those services were offered for free or at a discount. 29% also say they would use more video services if offered for free or at a discount. The 18-35 demographic group currently consumes 56% of mobile media content, while making up 29% of TV viewers.

  
  
• Mobile Advertising Brand Recall Up - The number of people who have seen mobile advertising and recall the brands in the ads they saw increased during Q1 2008. Of those people who had seen an ad, 41% were able to recall at least one brand, which was up from 34% three months prior. Income was inversely correlated with brand recall. Those earning the least were more likely to recall a brand than those earning the most.
  
  
• 23% of Mobile Subscribers Responded to At Least One Ad - 23% of all U.S. mobile subscribers have been exposed to advertising on their phones in the past 30 days, and 51% of those who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad. Users between the ages of 13-17 were the most likely age segment to recall seeing mobile advertising (46% compared to 29% of all data users.) 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular ad response. 32% are open to mobile advertising if it lowers their overall bill, 13% if it improves the media and content currently available, and 14% are open to it so long as it is relevant to their interests.
  
  
• More Mobile Advertising Proposed - 56% of teens and 37% of adults would be interested in viewing mobile ads with incentives. 80% of adults and 70% of teens identified "cash" as the top incentive. Text messaging is the most preferred advertising approach among 69% of adults and 64% of teens, while teens are more willing to accept advertising images on their mobile phones (47% vs 35% of adults). 54% of adults are comfortable providing personal information to mobile advertisers if offered for the right incentive, while only 35% of teens would do the same (25% said they would never provide personal information.)
  
  

Posted by Universal Ad